O mundo idealizado de Claudia (1960-1969): representações femininas nos editoriais de moda

Abstract

The main objective of this work is to reflect on the representation of women in fashion photography featured in Claudia during the first 100 issues of the magazine, between 1961 and 1969. The magazine reflected the transformations of editorial formulas in women’s magazines from the first half of the 20th century, where women were solely portrayed as wives and mothers, to a more contemporary model that also addresses their personal issues and women’s rights. Thus, we understand the magazine through the concept of a "veneer of modernity," in which the publication creates models of modern and cosmopolitan femininity in appearance, yet still marked by a focus on domestic life and conjugal happiness. In this context, we believe that the fashion photographs in Claudia contributed to this "veneer of modernity," thus constructing an idealized universe where women are depicted as dedicated to their home, husband, and children, while also dressing fashionably, traveling the world, consuming socalled modern products, and staying up-to-date with what is happening in Brazil and the world – but in a superficial manner, without developing a critical view on such topics. In this regard, fashion photography contributed to the construction of a visual narrative, offering an important aesthetic and visual perspective to understand women's experiences during this historical period, enriching other documentary sources and historical accounts.